Also involved in the pitch were Hamburg-based Scholz & Friends, which handles the successful Tchibo brand, the Duesseldorf office of Grey, which works on Eduscho in Austria, Frankfurt-based Michael Conrad & Leo Burnett, Economia in Hamburg, and Hamburg-based incumbent Block Nagel. Block Nagel had only worked on the coffee roaster's business for one year.

Media is divided between G.F.M.O. and Initiative, both of Hamburg.

Last year, the financially troubled Eduscho was bought by Guenter Herz, the owner of Tchibo and Reemtsma. Eduscho had been racking up annual losses of around $500,000.